The Vietnam urban food consumption and expenditure study

The Centre for Global Food and Resources The Vietnam urban food consumption and expenditure study Factsheet 6: The many trade-offs in choosing where to for food This factsheet provides insight on access and why consumers decide to at different types of food retail outlets. This insight builds on Factsheets 4 and 5, which provide insights on how food retailing is changing in urban Vietnam, discussing the fact modern food retailers are gaining share. In particular, higher income urban households are spending a relatively larger share of their food budget at modern retail outlets (e.g. hypers and supers). However, the largest share of food expenditures for urban Vietnamese households are still being made at traditional food retail outlets. While income is one factor influencing the choice of where to for food, there are likely to be other factors at play, and this factsheet considers these other factors. We classify food retail outlets as either modern or traditional. Modern food retail outlets include: hyper/super; minimart; specialty ; and online and phone orders. retail outlets include: formal wet ; family ; semi-permanent ; peddlers/mobile vendors; and informal street s (definitions of the retail outlets are in the appendix). During the interviews, respondents (consumers) were asked to indicate the distance from their home to the nearest type of each retail outlet and the estimated time it would take them to get there. We used multiple-choice questions to ask how frequently they tend to for food products at each type of outlet, and how they would typically travel to the retail outlet (e.g. by motorbike, walk, bicycle, car, public transport, etc.). We then asked the respondent to name the main reason they at each outlet. Based on the answers given we classified the main reasons consumers at [outlet] into 23 categories. The categories include things such as: food is safe to eat, food products are fresh, store is easy to get to, fast service, etc. Market access: distance, time and mode of transport Generally, households in Hanoi travel the least distance to get to retail outlets compared to households in the other cities (Tables 1 4). In Ho Chi Minh City and Hanoi traditional family s were consistently the closest and quickest to get to (Tables 1 and Table 2) and households predominately nominated this as the main reason they ped at these outlets (Figure 1 and Figure 2). Similarly, traditional family s and semi-permanent s were the closest and quickest to get to for households in Lao Cai City and Son La City (Table 3 and Table 4). Motorbikes were the main form of transport used to access retail outlets. However, more than 87% percent of households (across all cities) walk to traditional family s (Tables 1-4). In addition, in Hanoi and Son La City the majority of households walk to both semi-permanent s and informal street s and the majority of households in Lao Cai City walk to semi-permanent s. Considering that respondents generally walk to these s it is not surprising that a number of respondents mentioned can purchase small amounts and store is easy to get to as reasons to there (Figures 1-4). s required the greatest travel and time for households in Ho Chi Minh City and Hanoi and households in each of the

cities offered food is safe to eat and food is high-quality as the main reason they at specialty s (Figures 1 4). Thus, households that value these attributes may be willing to make the effort to travel a longer distance to obtain food with these attributes. However, households do tend to visit specialty s less frequently than other outlets; more than 80% of the households in each city said they at specialty s less than once a month or never (Tables 1 4). Focussing on a portfolio of food products of interest (see list in Table 5), we asked where consumers buy them most of the time. The majority of respondents selected formal wet s as the outlet where they most often buy fresh meat, fish and seafood, fruit and vegetables (Table 5). The most frequently mentioned outlet-of-choice for rice was semipermanent s (Table 5). Supers and traditional family s were they key outlets for fresh milk and yoghurt and processed foods (Table 5). Other factors influencing consumers decision to purchase food at various outlets: price, quality, and safety matter. Consumers that everyday tend to do so at formal wet s and informal street s (Tables 1-4). It is then not surprising that consumers nominate food products are fresh as the main reason for ping at these outlets (Figures 1-4). It is interesting that consumers reasons for ping at different outlets vary across urban locations surveyed (see Figures 1-4 and Tables A1-A4 in the Appendix). For example, in Ho Chi Minh and Hanoi, a relatively large share of consumers indicate that low and flexible prices are the main reasons they at wet s (35% in Ho Chi Minh and 26% in Hanoi) and or traditional family s (50% in Ho Chi Minh and 36% in Hanoi). However, in Lao Cai City and Son La City, less than 20% of consumers nominate low and flexible prices as the main reasons they at either wet s (14% in Lao Cai City and 13% in Son La City) or traditional family s (17% in Lao Cai City and 14% in Son La City). Interestingly, in Lao Cai City and Son La City a much larger share of consumers than in Ho Chi Minh and Hanoi consider freshness, food safety, and quality as main factors driving them to at these traditional food retail outlets. When considering reasons to purchase food at modern s, including hypers/, supers, minimarts and specialty stores, a relatively large share of consumers indicate they do so because food products sold at these outlets are of high quality and are safe to eat. For example, roughly one-half or more of consumers in all cities indicate the safety and high quality of food products sold at supers/hypers is a main reason they at these outlets (55% in Ho Chi Minh City, 51% in Hanoi, 52% in Lao Cai City and 46% in Son La City, Tables A1-A4). It is important to note that frequency of use of these outlets is relatively lower than traditional retailers in all urban locations (Tables 1 4). Although, few consumers purchase food online or over the phone, the ones that do are motivated to do so by the fast service and delivery service (Figures 1 4). If or when online ping and phone orders are introduced at more outlets, this could become an increasingly popular method for food ping, especially for time-poor consumers. As discussed in Factsheet 5 and shown in Table 5, consumers purchase a diverse portfolio of foods products from both modern and traditional food retail outlets. Access (e.g. distance, time and product availability) does play an important role in consumers choice of where to for food (e.g. some food products such as dairy and some types of imported food products are more readily available at modern outlets compared to traditional). However, access is not the only factor influencing Vietnamese consumers choices of where to for food. Rather, consumers concerns about price, freshness, quality, and food safety all influence where they that is if there are options. Consumers association of modern retail outlets with quality and safety could threaten the future share of some types of traditional retail outlets. Potential changes in food retailing can also affect access for the smallholder farmers selling agricultural products through these traditional s

Table 1. Consumers' access to and ping behaviour at different retail outlets in Ho Chi Minh City, Vietnam (n=1010). Super/ hyper Wet family street Peddler Online Phone Distance to nearest [outlet] Average distance in --- --- --- 2.85 (15.85) 1.92 (2.79) 4.15 (4.48) 1.23 (1.55) 0.30 (2.39) 0.92 (1.27) 2.48 (2.97) kilometres (st. dev) Time taken to get to nearest [outlet] Average time in --- --- --- 12.59 (5.75) 10.22 (5.82) 18.03 (11.49) 8.33 (4.38) 3.54 (2.31) 8.04 (4.42) 12.09 (6.75) minutes (st. dev) How frequently households for food items at [outlet] Everyday 0.5% 0.8% 0.0% 44.2% 2.4% 1.2% 15.5% 0.3% 0.0% 0.0% 2-6 times per week 5.3% 2.3% 0.4% 37.2% 29.2% 19.3% 7.9% 4.7% 0.0% 0.2% Once a week 17% 2.1% 0.3% 4.1% 16.1% 9.5% 2.8% 3.8% 0.1% 1.6% 2-3 times per month 34.9% 19.4% 5.6% 4.6% 30% 35.6% 14% 17.9% 0.3% 4.7% Once a month 19.9% 8.7% 1.8% 3.6% 9.2% 7.6% 5.7% 7.6% 1.1% 7.8% Less than once a 20% 35.8% 21.9% 5.5% 5.5% 16.1% 27.9% 30.1% 11.6% 16.8% month Never 2.4% 30.9% 70.0% 0.8% 7.6% 10.7% 26.2% 35.6% 86.9% 68.9% How consumers normally get to the nearest [outlet] On foot 4.8% 14.2% 0.6% 20.5% 87.1% 30.5% 17% --- --- --- Bicycle 0.9% 1.4% 0.8% 2.4% 0.1% 2.6% 1.5% --- --- --- Motorcycle 93.8% 84.2% 98.3% 76.9% 12.7% 66.9% 81.2% --- --- ---

Table 2. Consumers' access to and ping behaviour at different retail outlets in Hanoi, Vietnam (n=703). Super/ hyper Wet family street Peddler Online Phone Distance to nearest [outlet] Average distance in kilometres (st. dev) 1.85 (1.81) 1.25 (2.43) 2.38 (1.97) 0.70 (0.89) 0.12 (1.92) 0.22 (0.58) 0.72 (1.20) --- --- --- Time taken to get to nearest [outlet] Average time in minutes (st. dev) 12.19 (6.63) 9.49 (5.30) 14.81 (9.17) 7.57 (3.97) 4.29 (2.43) 6.43 (3.56) 7.74 (4.29) --- --- --- How frequently households for food items at [outlet] Everyday 0.0% 0.0% 0.0% 40.7% 92.9% 1.8% 34.0% 0.1% 0.1% 0.0% 2-6 times per week 2.8% 1.6% 0.6% 27.6% 1.0% 16.6% 22.6% 9.1% 0.0% 0.0% Once a week 4.8% 4.0% 0.9% 8.0% 5.9% 19.7% 6.8% 9.7% 0.1% 0.2% 2-3 times per month 16.7% 16.0% 8.7% 11.7% 0.1% 35.1% 7.3% 29.0% 1.0% 2.8% Once a month 29.0% 20.9% 6.5% 5.2% 0.0% 10.4% 2.4% 11.2% 1.4% 1.8% Less than once a 45.6% 36.6% 34.8% 6.7% 0.1% 13.0% 12.1% 29.9% 13.4% 29.7% month Never 1.1% 21.1% 48.5% 0.1% 0.0% 3.4% 14.8% 11.0% 84.0% 65.5% How consumers normally get to the nearest [outlet] On foot 10.3% 31.9% 12.3% 28.2% 93.2% 68.3% 53.3% --- --- --- Bicycle 3.4% 2.5% 2.5% 6.4% 1.0% 3.6% 3.7% --- --- --- Motorcycle 85.8% 65.6% 84.9% 65.2% 5.8% 28.1% 43.0% --- --- ---

Table 3. Consumers' access to and ping behaviour at different retail outlets in Lao Cai City, Vietnam (n=150). Super/ hyper Wet family street Peddler Online Phone Distance to nearest [outlet] Average distance in kilometres (st. dev) 2.41 (2.53) 1.15 (1.38) 1.07 (1.50) 0.65 (1.00) 0.15 (1.01) 0.25 (0.61) 1.27 (1.69) --- --- --- Time taken to get to nearest [outlet] Average time in minutes (st. dev) 11.61 (4.72) 7.90 (6.00) 7.23 (5.67) 6.85 (2.98) 3.79 (2.06) 5.01 (3.06) 7.73 (6.48) --- --- --- How frequently households for food items at [outlet] Everyday 0.0% 0.0% 0.0% 55.3% 2.0% 0.7% 12.0% 0.7% 0.0% 0.0% 2-6 times per week 0.0% 0.0% 0.0% 32.7% 35.3% 11.3% 16.7% 16.7% 0.0% 0.0% Once a week 5.3% 0.0% 0.0% 3.3% 22.0% 14.0% 4.6% 15.3% 0.0% 0.0% 2-3 times per month 26.0% 4.7% 2.7% 6.7% 32.7% 42.7% 16.7% 53.3% 0.0% 0.0% Once a month 28.0% 9.3% 4.0% 2.0% 6.7% 20.7% 6.6% 9.3% 2.0% 0.0% Less than once a 34.0% 28.7% 33.3% 0.0% 0.7% 3.3% 26.7% 4.7% 14.7% 14.7% month Never 6.7% 57.3% 60.0% 0.0% 0.6% 7.3% 16.7% 0.0% 83.3% 85.3% How consumers normally get to the nearest [outlet] On foot 7.0% 11.8% 11.5% 24.7% 92.0% 61.9% 27.6% --- --- --- Bicycle 0.7% 0.0% 1.6% 2.6% 0.0% 2.1% 4.7% --- --- --- Motorcycle 91.6% 88.2% 86.9% 72.7% 8.0% 36.0% 62.5% --- --- ---

Table 4. Consumers' access to and ping behaviour at different retail outlets in Son La City, Vietnam (n=151). Super/ hyper Wet family street Peddler Online Phone Distance to nearest [outlet] Average distance in kilometres (st. dev) 3.42 (3.11) 0.40 (1.29) 0.46 (1.36) 1.33 (1.85) 0.38 (4.07) 0.13 (0.41) 0.83 (1.18) --- --- --- Time taken to get to nearest [outlet] Average time in minutes (st. dev) 14.29 (7.08) 2.09 (4.97) 2.76 (6.13) 8.96 (4.74) 4.31 (1.91) 4.75 (2.98) 7.46 (5.33) --- --- --- How frequently households for food items at [outlet] Everyday 0.0% 0.0% 0.0% 47.7% 0.7% 0.0% 28.5% 0.7% 0.0% 0.0% 2-6 times per week 0.0% 0.0% 0.0% 19.9% 36.4% 24.5% 19.2% 31.1% 0.0% 0.0% Once a week 1.3% 0.0% 0.0% 7.9% 30.4% 25.8% 5.3% 28.5% 0.0% 0.0% 2-3 times per month 21.9% 2.0% 2.0% 14.6% 19.2% 28.5% 14.6% 30.5% 0.0% 0.0% Once a month 14.6% 2.6% 0.0% 5.3% 7.3% 8.6% 4.6% 4.6% 0.7% 0.0% Less than once a 37.1% 10.6% 11.9% 4.6% 0.0% 1.3% 17.9% 3.3% 5.3% 0.7% month Never 25.1% 84.8% 86.1% 0.0% 6.0% 11.3% 9.9% 1.3% 94.0% 99.3% How consumers normally get to the nearest [outlet] On foot 19.8% 8.0% 13.6% 36.4% 95.3% 81.6% 55.9% --- --- --- Bicycle 2.3% 0.0.% 0.0% 2.0% 0.7% 2.2% 4.4% --- --- --- Motorcycle 77.9% 92.0% 86.4% 61.6% 4.0% 15.4% 39.7% --- --- ---

Table 5. Share (%) of consumers that nominate certain retail outlets as the venue where they most often buy certain food types in Ho Chi Minh City, Hanoi, Lao Cai City and Son La City, Vietnam. Online, phone and other outlets were rarely selected (phone order was selected for rice by 1.8% of Ho Chi Minh households; online was selected for vegetables by 0.1% of households in Hanoi) and hence are excluded from this summary. The highest percentage for each food is presented in bold. Super Wet family street Peddler Ho Chi Minh City Fresh meat 19.3% 1.1% 0.2% 63.8% 0.3% 0.2% 13.9% 0.1% Fresh fish & seafood 10.1% 0.7% 0.1% 70.8% 0.1% 0.4% 17.4% 0.0% Fresh fruit 14.4% 0.5% 0.1% 57.0% 0.1% 14.9% 12.5% 0.5% Fresh vegetables 13.4% 0.8% 0.0% 67.0% 0.1% 0.6% 17.4% 0.3% Fresh milk & yoghurt 64.6% 2.6% 1.2% 3.8% 27.1% 0.8% 0.3% 0.2% Processed food 68.7% 2.2% 0.3% 4.0% 14.3% 7.2% 1.3% 0.2% Rice 6.8% 1.8% 0.1% 27.1% 12.7% 41.6% 4.6% 0.2% Hanoi Fresh meat 0.3% 0.1% 0.0% 60.4% 0.0% 10.1% 28.9% 0.0% Fresh fish & seafood 0.7% 0.7% 0.3% 60.1% 0.3% 7.4% 30.2% 0.3% Fresh fruit 0.1% 0.0% 0.1% 39.0% 0.3% 31.3% 20.9% 8.3% Fresh vegetables 0.3% 0.3% 0.1% 52.4% 1.0% 1.3% 40.8% 3.4% Fresh milk & yoghurt 19.2% 2.8% 0.4% 1.5% 72.7% 0.7% 0.6% 0.1% Processed food 47.1% 9.8% 1.7% 3.1% 9.2% 26.9% 2.1% 0.0% Rice 0.0% 0.4% 2.2% 8.9% 5.5% 76.5% 4.3% 0.0% Lao Cai City Fresh meat 0.0% 0.0% 0.0% 86.2% 0.7% 0.0% 13.1% 0.0% Fresh fish & seafood 0.0% 0.0% 0.0% 86.2% 0.7% 0.0% 12.4% 0.7% Fresh fruit 0.0% 0.0% 1.3% 72.0% 0.0% 17.3% 5.3% 4.0% Fresh vegetables 0.7% 0.0% 0.0% 78.7% 0.6% 0.0% 13.3% 6.7% Fresh milk & yoghurt 24.1% 0.0% 0.0% 3.6% 71.5% 0.0% 0.7% 0.0% Processed food 40.2% 0.0% 0.0% 14.9% 21.9% 17.2% 4.6% 1.2% Rice 0.0% 0.0% 0.0% 40.1% 0.7% 55.3% 2.6% 1.3% Son La City Fresh meat 0.0% 0.0% 0.0% 60.3% 0.0% 0.0% 39.7% 0.0% Fresh fish & seafood 0.0% 0.0% 0.0% 59.1% 0.0% 0.7% 39.6% 0.6% Fresh fruit 0.0% 0.0% 0.0% 40.0% 0.0% 17.4% 29.0% 13.6% Fresh vegetables 0.0% 0.0% 0.0% 44.6% 0.0% 0.0% 34.5% 18.9% Fresh milk & yoghurt 5.3% 0.0% 0.0% 0.0% 93.9% 0.0% 0.8% 0.0% Processed food 15.7% 0.0% 0.0% 9.6% 50.6% 0.0% 24.1% 0.0% Rice 0.0% 0.0% 0.0% 30.3% 1.3% 48.0% 20.4% 0.0%

Figure 1. Share (%) of households that nominated [reason] as the main reason they at each retail outlet (if they said they at the particular outlet) in Ho Chi Minh City, Vietnam (n=1010). The graph shows the 14 most common factors. For the complete list (plus percentages) see the appendix. Blue shading is used to depict modern retail outlets and beige is used for traditional retail outlets.

Figure 2. Share (%) of households that nominated [reason] as the main reason they at each retail outlet (if they said they at the particular outlet) in Hanoi, Vietnam (n=703). The graph shows the 14 most common factors. For the complete list (plus percentages) see the appendix. Blue shading is used to depict modern retail outlets and beige is used for traditional retail outlets

Figure 3. Share (%) of households that nominated [reason] as the main reason they at each retail outlet (if they said they at the particular outlet) in Lao Cai City, Vietnam (n=150). The graph shows the 14 most common factors. For the complete list (plus percentages) see the appendix. Blue shading is used to depict modern retail outlets and beige is used for traditional retail outlets.

Figure 4. Share (%) of households that nominated [reason] as the main reason they at each retail outlet (if they said they at the particular outlet) in Son La City, Vietnam (n=151). The graph shows the 14 most common factors. For the complete list (plus percentages) see the appendix. Blue shading is used to depict modern retail outlets and beige is used for traditional retail outlets.

Appendix to Factsheet 6 Definitions and percentages used to generate graphs Definitions of outlets Hypers and Supers (examples include Metro, Big C, Fivi Mart, Unimart, AC Mart). or convenience store (examples include 7-Eleven, Vinmart, Shop & Go, Circle K). s: small sized s with clear external billboards signalling the offer of certified safe, clean or organic vegetables (examples include Bac Tom, Big Green and Klever Fruit). Online: customers order food online and have their order delivered or prepared for collection. Phone order: customers order food over the phone and have their order delivered or prepared for collection. Formal wet : a formally established by the authorities. family : a small food run by a household that commonly sells processed foods and beverages. A semi-permanent : a retailer selling from a table,, cart, or stall that can be moved, but generally stays in one place during the day. street s: retailers sell to the public without having a permanent structure for the. Peddlers/mobile street vendors: a retailer operating on foot, on a bicycle, or from a pick-up and sells both food and non-food items.

Table A1. Share (%) of consumers that nominated [reason] as the main reason they at each different retail outlet (if they said they at the particular outlet) in Ho Chi Minh City, Vietnam (n=1010). This table lists all 23 reasons offered by respondents, including the 14 reasons listed in Figure 1. Super & hyper Online Phone Wet family street Low prices 1.6 0.9 1.3 24.6 12.6 13.9 25.1 32.8 3.0 0.6 Fixed prices 8.0 11.9 8.3 0.7 2.8 7.9 1.0 0.5 2.3 1.0 Flexible prices 0.4 1.0 1.3 23.4 1.4 20.7 24.8 11.5 5.3 0.6 Store provides discounts 9.7 5.4 2.7 0.0 1.2 1.1 0.3 0.6 8.3 1.6 Store is easy to get to 1.1 12.8 1.0 3.4 49.4 14.3 12.8 12.1 0.8 1.6 Food products are high quality 21.9 15.2 31.2 2.5 1.3 7.5 2.0 1.6 2.3 8.0 Food is safe to eat 32.6 19.1 35.2 1.1 0.4 1.9 0.5 0.6 0.8 2.3 Food products are fresh 1.9 1.2 4.0 33.3 0.4 11.9 13.8 1.6 0.8 0.3 Good food product information 1.9 4.1 1.0 0.0 0.0 1.0 0.0 0.2 3.0 0.3 Product display is good 3.1 4.9 1.7 0.1 1.4 2.9 2.0 0.5 0.0 0.0 Offers wide variety of products 10.5 4.3 1.0 7.5 1.7 3.8 3.1 2.0 7.6 2.9 Can purchase small amounts 0.2 2.9 1.3 1.7 21.9 4.8 7.1 21.4 0.8 0.6 Fast service 0.0 2.2 0.3 0.0 0.9 1.5 1.0 3.5 12.9 14.5 Delivery service 0.0 0.0 0.0 0.0 0.0 1.1 0.0 0.3 40.2 59.2 Products are unpackaged 0.3 4.5 1.7 0.5 2.7 1.1 1.6 3.0 5.3 1.9 Ability to purchase on credit 0.1 0.1 0.0 0.5 0.2 1.4 0.0 0.5 0.0 0.3 Store is close to other ping 0.1 0.4 0.0 0.1 0.0 0.0 0.0 0.0 3.8 1.9 Store is close to entertainment 0.3 0.3 1.0 0.0 0.3 0.2 1.0 0.5 0.0 0.3 Cleanliness of store 1.4 0.1 2.0 0.0 0.0 0.0 1.0 0.2 0.0 0.0 Opening hours 2.9 3.8 2.0 0.0 0.3 0.2 0.0 0.0 0.0 0.0 Air-conditioning 1.0 2.0 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.3 Friendly staff 0.5 2.6 0.3 0.1 1.0 2.1 1.2 5.5 1.5 0.6 Trusted Traders 0.2 0.3 2.3 0.4 0.1 0.6 0.0 1.3 1.5 1.0 Peddler

Table A2. Share (%) of consumers that nominated [reason] as the main reason they at each different retail outlet (if they said they at the particular outlet) in Hanoi, Vietnam (n=703). This table lists all 23 reasons offered by respondents, including the 14 reasons listed in Figure 2. Super & hyper Online Phone Wet family street Low prices 2.6 1.1 0.6 17.2 12.1 13.5 20.6 30.4 3.0 3.0 Fixed prices 4.3 11.5 5.2 0.7 6.9 3.4 0.3 0.3 0.0 0.0 Flexible prices 0.1 0.2 0.0 10.5 2.0 12.1 15.2 22.0 1.0 0.0 Store provides discounts 3.9 0.6 1.4 0.0 0.0 1.0 0.0 0.0 7.0 7.2 Store is easy to get to 1.0 7.6 1.2 6.5 46.4 16.4 13.2 16.8 4.0 3.0 Food products are high quality 24.6 23.9 34.4 2.7 4.8 14.5 1.5 1.0 10.0 9.4 Food is safe to eat 26.2 17.7 32.4 2.9 3.1 5.5 2.5 1.3 2.0 3.8 Food products are fresh 2.7 10.5 7.5 39.9 1.4 15.0 37.7 10.6 4.0 1.3 Good food product information 2.7 3.4 2.3 0.0 0.8 0.6 0.0 0.0 0.0 1.7 Product display is good 5.9 9.5 4.0 1.3 5.6 5.6 0.8 0.7 1.0 0.0 Offers wide variety of products 20.6 8.4 5.8 15.9 6.5 3.4 1.7 2.0 2.0 0.9 Can purchase small amounts 0.0 0.4 0.6 1.3 7.0 5.6 2.9 9.2 1.0 0.0 Fast service 0.0 1.3 1.7 0.0 1.6 0.9 1.7 3.4 24.0 29.4 Delivery service 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 36.0 33.2 Products are unpackaged 0.0 0.2 0.0 0.1 0.3 0.7 0.0 0.5 0.0 0.4 Ability to purchase on credit 0.6 0.2 0.0 0.1 0.0 0.0 0.0 0.0 1.0 0.0 Store is close to other ping 0.1 0.6 0.0 0.1 0.0 0.1 0.3 0.2 0.0 0.4 Store is close to entertainment 2.0 0.0 0.0 0.4 0.0 0.0 0.0 0.0 0.0 0.0 Cleanliness of store 1.9 0.4 0.6 0.0 0.0 0.1 0.7 0.0 1.0 1.7 Opening hours 0.4 1.7 0.3 0.3 0.9 0.9 0.8 1.5 2.0 0.9 Air-conditioning 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Friendly staff 0.0 0.8 0.3 0.0 0.5 0.4 0.0 0.0 1.0 1.3 Trusted Traders 0.1 0.0 1.7 0.0 0.0 0.0 0.0 0.0 0.0 2.6 Peddler

Table A3. Share (%) of consumers that nominated [reason] as the main reason they at each different retail outlet (if they said they at the particular outlet) in Lao Cai City, Vietnam (n=150). This table lists all 23 reasons offered by respondents, including the 14 reasons listed in Figure 3. Super & hyper Online Phone Wet family street Low prices 0.7 1.6 0.0 8.0 16.3 5.0 12.9 18.0 0.0 0.0 Fixed prices 13.6 7.8 1.7 0.0 4.3 1.4 0.0 0.0 0.0 0.0 Flexible prices 0.0 0.0 0.0 2.7 1.4 9.4 4.0 20.7 0.0 0.0 Store provides discounts 1.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Store is easy to get to 0.0 1.6 1.7 0.7 20.6 2.9 2.4 0.7 0.0 0.0 Food products are high quality 25.7 17.2 26.7 8.0 14.2 9.4 5.6 4.0 0.0 4.5 Food is safe to eat 26.4 32.8 58.3 13.3 23.4 26.6 8.9 9.3 4.0 9.1 Food products are fresh 0.7 1.6 6.7 58.7 4.3 41.0 61.3 41.3 0.0 13.6 Good food product information 5.0 1.6 1.7 0.0 0.0 0.0 0.0 0.0 16.0 13.6 Product display is good 12.9 18.8 0.0 0.0 3.5 0.7 0.0 0.0 0.0 0.0 Offers wide variety of products 5.7 9.4 1.7 8.0 2.8 1.4 1.6 0.0 4.0 4.5 Can purchase small amounts 0.0 3.1 1.7 0.0 8.5 0.7 0.8 3.3 16.0 0.0 Fast service 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 28.0 13.6 Delivery service 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 28.0 40.9 Products are unpackaged 0.7 0.0 0.0 0.7 0.0 0.7 0.8 1.3 0.0 0.0 Ability to purchase on credit 0.7 0.0 0.0 0.0 0.0 0.0 0.8 0.0 0.0 0.0 Store is close to other ping 4.3 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Store is close to entertainment 1.4 3.1 0.0 0.0 0.0 0.7 0.0 0.7 0.0 0.0 Cleanliness of store 0.7 0.0 0.0 0.0 0.0 0.0 0.8 0.0 0.0 0.0 Opening hours 0.0 0.0 0.0 0.0 0.7 0.0 0.0 0.0 0.0 0.0 Air-conditioning 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Friendly staff 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.0 0.0 Trusted Traders 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.7 0.0 0.0 Peddler

Table A4. Share (%) of consumers that nominated [reason] as the main reason they at each different retail outlet (if they said they at the particular outlet) in Son La City, Vietnam (n=151). This table lists all 23 reasons offered by respondents, including the 14 reasons listed in Figure 4. Super & hyper Online Phone Wet family street Low prices 0.9 0.0 0.0 6.6 0.7 8.2 9.8 38.5 0.0 0.0 Fixed prices 8.8 8.7 0.0 2.0 5.0 2.2 1.5 0.0 0.0 0.0 Flexible prices 0.0 0.0 0.0 4.0 0.0 5.2 3.8 5.4 0.0 0.0 Store provides discounts 1.8 0.0 0.0 0.0 0.0 0.7 0.0 0.0 0.0 0.0 Store is easy to get to 0.0 0.0 0.0 0.0 13.5 6.7 6.8 4.1 0.0 0.0 Food products are high quality 24.8 8.7 42.9 10.6 24.8 20.9 8.3 4.1 0.0 0.0 Food is safe to eat 21.2 0.0 52.4 11.3 18.4 20.9 8.3 4.1 16.7 0.0 Food products are fresh 0.9 4.3 0.0 57.6 4.3 27.6 54.5 41.2 16.7 0.0 Good food product information 10.6 4.3 4.8 0.0 4.3 0.0 0.0 0.0 0.0 0.0 Product display is good 10.6 30.4 0.0 0.0 2.8 0.7 0.0 0.0 0.0 0.0 Offers wide variety of products 9.7 43.5 0.0 7.3 14.9 0.7 5.3 0.0 0.0 0.0 Can purchase small amounts 0.0 0.0 0.0 0.7 9.9 2.2 1.5 1.4 0.0 0.0 Fast service 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.7 66.7 100.0 Delivery service 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Products are unpackaged 0.0 0.0 0.0 0.0 0.0 2.2 0.0 0.0 0.0 0.0 Ability to purchase on credit 4.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Store is close to other ping 4.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Store is close to entertainment 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Cleanliness of store 1.8 0.0 0.0 0.0 0.7 0.0 0.0 0.0 0.0 0.0 Opening hours 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Air-conditioning 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Friendly staff 0.0 0.0 0.0 0.0 0.7 0.7 0.0 0.7 0.0 0.0 Trusted Traders 0.0 0.0 0.0 0.0 0.0 0.7 0.0 0.0 0.0 0.0 Peddler